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Walkers shifts Wotsits into Abbott Mead Vickers

LONDON - Walkers has shifted the advertising for the recently acquired Wotsits snack brand into Abbott Mead Vickers BBDO, which already handles the rest of the Walkers range.

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The Wotsits account had been held by Bartle Bogle Hegarty, which had handled the business since 1996. The move had been anticipated because AMV holds all the Walkers snack brands including Walkers Crisps, Doritos and Monster Munch.

Earlier this year, it was reported that Walkers was considering rebranding Wotsits as Cheetos, despite having failed in previous attempts to launch Cheetos in the UK.

Walkers bought the 32-year-old Wotsits brand from Golden Wonder in May and was given the go-ahead by the government in July after the Office of Fair Trading looked into the acquisition.

Walkers' parent PepsiCo first tried and failed to launch Cheetos in the UK in 1990. Despite a £5m TV advertising launch, it failed to make an impact and was scrapped in 1992. A relaunch in 1998 also flopped.

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